Dr. Steffen Schmidt and Dr. Matthias Rothensee presented in their talk on Neuromarketing Theory & Practice, an approach that combines the application of implicit and explicit techniques which allows to have a better understanding of the brand. The study is based on integrated measurements of implicit...
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_column_text] Brand Insights 4.0: An Effective Tool in the Hands of Brand Managers July 20, 2015 • Marketing & Consumers, STRATEGY & MANAGEMENT By Steffen Schmidt, Frank Buckler, Nadine Hennigs, Matthias Rothensee, Levke Albertsen A sophisticated Brand Insights 4.0 approach incorporating all...
Andreas Thoelke and Michael Schiessl contribute to a discussion of the necessity of an Integrative Visual and Affective Measurement 3.0 Diagnosis. You may find the complete article on planung&analyse: Communication Research in a Digitized World by Steffen Schmidt, Andreas Thoelke, Sascha Langner and Michael Schiessl. ...
eye square and concept m are proud to be nominated for the German market research prize under the Innovation Award category. "Zodiac Brand Research as a direct way to understand brand perception of Chinese consumers. An innovative research concept in combination with an in-depth, qualitative psychological...
In Yolo, RTL's science magazine for adolescents and young adults on the subject of love, Executive Director, Michael Schiessl, and moderator, Joyce Ilg, try to find out what attracts Joyce's attention to men. Is it the eyes, a nice smile, or perhaps a sixpack? Whatever...
The 10. Effizienztag will be held under the motto Von naiv bis selbstbestimmt: Konsumentenbilder auf dem Prüfstand, April 23rd, 2015 . Dr. Matthias Rothensee, in collaboration with Gerald Neumüller of SevenOne Media, will present results of an ethnografic study at the Alltagsethnografie workshop. Workshop I, 14:00h-15:00h: Neue Zugänge...
In the planning & analyse feature ‘Blickpunkt: Eye-Tracking’, Michael Schießl talks about the development of eye tracking as a market research tool including newer integrated research approaches used by eye square. What began more than 25 years ago under the unwiedly label ‘instrument-based methods’ will be...
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_column_text]Michael Schießl believes that the measurement crisis is the reason why the power of the internet for efficient branding is underestimated. While performance-based advertisement usually accepts sales figures as proof of impact, a great apprehension remains regarding the...
Philipp Leppert (COO) shows in the ARD documentary Kunde Kind how kids experience a visit to the supermarket. Which products get more attention. What factors emerging from the interaction between parent and kid influence the buying decision. With the innovative eye tracking system, Pupil, eye square...
The second screen is taking over the television evermore as first screen. This is the result of the ‘OMS Mobile Advertising Effect Study’ done by premium marketer OMS (oms.eu) in collaboration with eye square. 95% of mobile daily newspaper website users fiddle, while watching television, with...
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